Modelli di interazione tra eSports e Brand · Fnatic HQ Londra “Gamers and eSports professionals...

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Modelli di interazione tra eSports e Brand STEFANO CORONA Parma, 25 maggio 2017 #esportsrevolution

Transcript of Modelli di interazione tra eSports e Brand · Fnatic HQ Londra “Gamers and eSports professionals...

Page 1: Modelli di interazione tra eSports e Brand · Fnatic HQ Londra “Gamers and eSports professionals play for up to 20 hours a day and need to get a good night’s sleep to concentrate.”

Modelli di interazione tra eSports e Brand

STEFANO CORONAParma, 25 maggio 2017 #esportsrevolution

Page 2: Modelli di interazione tra eSports e Brand · Fnatic HQ Londra “Gamers and eSports professionals play for up to 20 hours a day and need to get a good night’s sleep to concentrate.”

#esportsrevolution – masterSport, Università di Parma, Parma 25 maggio 2017

Topics

• eSports in the new black?

• Update dalle Sport Franchise tradizionali

• Investimenti dello Sport Pro 2015 - 2017

• Quali obiettivi con gli eSports?

• Modelli di Activation

• Brand nel nuovo terreno di gioco

• Case: Gillette, Casper

Page 3: Modelli di interazione tra eSports e Brand · Fnatic HQ Londra “Gamers and eSports professionals play for up to 20 hours a day and need to get a good night’s sleep to concentrate.”

#esportsrevolution – masterSport, Università di Parma, Parma 25 maggio 2017

eSports is the new black?

Possibilità di attingere da una varietà di revenue stream

Ticket sales per gli eventi live in aumento esponenziale

Audience “high-value”, globale, con numeri tutti in crescita (38% D)

Grandi performance per i brand, ma seguendo giusti “game plan”

Industry ancora “emerging” ma ricca di opportunità ($1B by 2020)

Chiara opportunità di business per le Sport Franchise “tradizionali”

Media Business. “Big Audience and big Sponsorship”

Page 4: Modelli di interazione tra eSports e Brand · Fnatic HQ Londra “Gamers and eSports professionals play for up to 20 hours a day and need to get a good night’s sleep to concentrate.”

#esportsrevolution – masterSport, Università di Parma, Parma 25 maggio 2017

Update dalle Sport Franchise “tradizionali”

LEGHE E ALTRE SPORT PLATFORM

Page 5: Modelli di interazione tra eSports e Brand · Fnatic HQ Londra “Gamers and eSports professionals play for up to 20 hours a day and need to get a good night’s sleep to concentrate.”

#esportsrevolution – masterSport, Università di Parma, Parma 25 maggio 2017

e-LIGUE 1

Page 6: Modelli di interazione tra eSports e Brand · Fnatic HQ Londra “Gamers and eSports professionals play for up to 20 hours a day and need to get a good night’s sleep to concentrate.”

#esportsrevolution – masterSport, Università di Parma, Parma 25 maggio 2017

e-LIGUE 1

FIFA 17

NAMING RIGHT

ACTIVATION “The 12th man”

https://www.orange.com/en/Innovation/SH2017/eSport
https://www.orange.com/en/Innovation/SH2017/eSport
https://www.orange.com/en/Innovation/SH2017/eSport
https://www.orange.com/en/Innovation/SH2017/eSport
Page 7: Modelli di interazione tra eSports e Brand · Fnatic HQ Londra “Gamers and eSports professionals play for up to 20 hours a day and need to get a good night’s sleep to concentrate.”

#esportsrevolution – masterSport, Università di Parma, Parma 25 maggio 2017

E-Divisie

Page 8: Modelli di interazione tra eSports e Brand · Fnatic HQ Londra “Gamers and eSports professionals play for up to 20 hours a day and need to get a good night’s sleep to concentrate.”

#esportsrevolution – masterSport, Università di Parma, Parma 25 maggio 2017

E-Divisie

18 SQUADRE

FIFA 17

YT, TWICH.TV, FOXSPORT

Page 9: Modelli di interazione tra eSports e Brand · Fnatic HQ Londra “Gamers and eSports professionals play for up to 20 hours a day and need to get a good night’s sleep to concentrate.”

#esportsrevolution – masterSport, Università di Parma, Parma 25 maggio 2017

MotoGP

Page 10: Modelli di interazione tra eSports e Brand · Fnatic HQ Londra “Gamers and eSports professionals play for up to 20 hours a day and need to get a good night’s sleep to concentrate.”

#esportsrevolution – masterSport, Università di Parma, Parma 25 maggio 2017

MotoGP

ENGAGEMENT & At Glocal level

BROAD REACHCoverage. Distribution

VISIBILITYMedia Coverage. Content Access

MOTOGP 17

ESCLUSIVA PS4

INCONTRI VIRTUALI E REALI

Page 11: Modelli di interazione tra eSports e Brand · Fnatic HQ Londra “Gamers and eSports professionals play for up to 20 hours a day and need to get a good night’s sleep to concentrate.”

#esportsrevolution – masterSport, Università di Parma, Parma 25 maggio 2017

WRC

Page 12: Modelli di interazione tra eSports e Brand · Fnatic HQ Londra “Gamers and eSports professionals play for up to 20 hours a day and need to get a good night’s sleep to concentrate.”

#esportsrevolution – masterSport, Università di Parma, Parma 25 maggio 2017

WRC

BRAND PARTNERSHIP

VIDEO CONTENT

PRIZE i20

https://www.youtube.com/watch?v=lEOiG_dXsYI
https://www.youtube.com/watch?v=lEOiG_dXsYI
Page 13: Modelli di interazione tra eSports e Brand · Fnatic HQ Londra “Gamers and eSports professionals play for up to 20 hours a day and need to get a good night’s sleep to concentrate.”

#esportsrevolution – masterSport, Università di Parma, Parma 25 maggio 2017

Investimenti dello Sport Pro

2015-2016

Page 14: Modelli di interazione tra eSports e Brand · Fnatic HQ Londra “Gamers and eSports professionals play for up to 20 hours a day and need to get a good night’s sleep to concentrate.”

#esportsrevolution – masterSport, Università di Parma, Parma 25 maggio 2017

Investimenti dello Sport Pro

2017

Page 15: Modelli di interazione tra eSports e Brand · Fnatic HQ Londra “Gamers and eSports professionals play for up to 20 hours a day and need to get a good night’s sleep to concentrate.”

#esportsrevolution – masterSport, Università di Parma, Parma 25 maggio 2017

Athletic Training Facility - SANDBOX

2000 square foot

$100.000 di investimenti

$500/week per light training

Page 16: Modelli di interazione tra eSports e Brand · Fnatic HQ Londra “Gamers and eSports professionals play for up to 20 hours a day and need to get a good night’s sleep to concentrate.”

#esportsrevolution – masterSport, Università di Parma, Parma 25 maggio 2017

Quali obiettivi con gli eSports?

BRAND&

MEDIA

Page 17: Modelli di interazione tra eSports e Brand · Fnatic HQ Londra “Gamers and eSports professionals play for up to 20 hours a day and need to get a good night’s sleep to concentrate.”

#esportsrevolution – masterSport, Università di Parma, Parma 25 maggio 2017

Quali obiettivi con gli eSports? - Brand

DEMAND GENERATION

ENGAGEMENT

IMMERSIVE EXPERIENCE

CONTENT/STORYTELLING

REACH

CULTURE

Page 18: Modelli di interazione tra eSports e Brand · Fnatic HQ Londra “Gamers and eSports professionals play for up to 20 hours a day and need to get a good night’s sleep to concentrate.”

#esportsrevolution – masterSport, Università di Parma, Parma 25 maggio 2017

Quali obiettivi con gli eSports? - Media

INNOVATION

CONTENT

IMPACT

CONNECTION

TARGET AUDIENCE

CONVERSATION

Page 19: Modelli di interazione tra eSports e Brand · Fnatic HQ Londra “Gamers and eSports professionals play for up to 20 hours a day and need to get a good night’s sleep to concentrate.”

#esportsrevolution – masterSport, Università di Parma, Parma 25 maggio 2017

Modelli di Activation

“OLD SCHOOL”VS“DISRUPTIVE”

Page 20: Modelli di interazione tra eSports e Brand · Fnatic HQ Londra “Gamers and eSports professionals play for up to 20 hours a day and need to get a good night’s sleep to concentrate.”

#esportsrevolution – masterSport, Università di Parma, Parma 25 maggio 2017

Modelli di Activation

“OLD SCHOOL”

BRAND EXPOSURE

IMAGE RIGHT

CONSUMER PROMOTION

CORPORATE HOSPITALITY

DATA

CONTENT

INFLUENCER MARKETING

E-COMMERCE

“DISRUPTIVE”

Page 21: Modelli di interazione tra eSports e Brand · Fnatic HQ Londra “Gamers and eSports professionals play for up to 20 hours a day and need to get a good night’s sleep to concentrate.”

#esportsrevolution – masterSport, Università di Parma, Parma 25 maggio 2017

Brand nel nuovo terreno di gioco

TEAMATLETIEVENTIMEDIATV

Page 22: Modelli di interazione tra eSports e Brand · Fnatic HQ Londra “Gamers and eSports professionals play for up to 20 hours a day and need to get a good night’s sleep to concentrate.”

#esportsrevolution – masterSport, Università di Parma, Parma 25 maggio 2017

Brand nel nuovo terreno di gioco

Page 23: Modelli di interazione tra eSports e Brand · Fnatic HQ Londra “Gamers and eSports professionals play for up to 20 hours a day and need to get a good night’s sleep to concentrate.”

#esportsrevolution – masterSport, Università di Parma, Parma 25 maggio 2017

Case

GILLETTE VS

CASPER

Page 24: Modelli di interazione tra eSports e Brand · Fnatic HQ Londra “Gamers and eSports professionals play for up to 20 hours a day and need to get a good night’s sleep to concentrate.”

#esportsrevolution – masterSport, Università di Parma, Parma 25 maggio 2017

Gillette “The Pursuit of Precision”

GLOBAL PARTNERSHIPESL, Intel® Extreme Masters (IEM) World Championship

BRAND AMBASSADOREnrique “xPeke” Cedeno Martinez, LoL

CONTENT SERIES“The Pursuit of Precision”

“The commitment to precision and performance

under pressure”

TEAM SPONSORSHIPEDward Gaming, LoL

Page 25: Modelli di interazione tra eSports e Brand · Fnatic HQ Londra “Gamers and eSports professionals play for up to 20 hours a day and need to get a good night’s sleep to concentrate.”

#esportsrevolution – masterSport, Università di Parma, Parma 25 maggio 2017

Gillette “The Pursuit of Precision”

https://www.youtube.com/watch?v=lBGVpXnO3JI
https://www.youtube.com/watch?v=lBGVpXnO3JI
Page 26: Modelli di interazione tra eSports e Brand · Fnatic HQ Londra “Gamers and eSports professionals play for up to 20 hours a day and need to get a good night’s sleep to concentrate.”

#esportsrevolution – masterSport, Università di Parma, Parma 25 maggio 2017

Gillette “The Pursuit of Precision”

Page 27: Modelli di interazione tra eSports e Brand · Fnatic HQ Londra “Gamers and eSports professionals play for up to 20 hours a day and need to get a good night’s sleep to concentrate.”

#esportsrevolution – masterSport, Università di Parma, Parma 25 maggio 2017

Casper “Mattresses meet eSports”

TEAM SPONSORSHIPFnatic

ADV CAMPAIGN“Sleep Tips for Gamers”

DATAE-Commerce driven, Direct to Consumer

LAUNCH EVENTFnatic HQ Londra

“Gamers and eSportsprofessionals play for up

to 20 hours a day and need to get a good night’s

sleep to concentrate.”

Page 28: Modelli di interazione tra eSports e Brand · Fnatic HQ Londra “Gamers and eSports professionals play for up to 20 hours a day and need to get a good night’s sleep to concentrate.”

#esportsrevolution – masterSport, Università di Parma, Parma 25 maggio 2017

Casper “Mattresses meet eSports”

https://www.youtube.com/watch?v=dvY7Qw-0mw4
https://www.youtube.com/watch?v=dvY7Qw-0mw4
Page 29: Modelli di interazione tra eSports e Brand · Fnatic HQ Londra “Gamers and eSports professionals play for up to 20 hours a day and need to get a good night’s sleep to concentrate.”

#esportsrevolution – masterSport, Università di Parma, Parma 25 maggio 2017

Casper “Mattresses meet eSports”

Page 30: Modelli di interazione tra eSports e Brand · Fnatic HQ Londra “Gamers and eSports professionals play for up to 20 hours a day and need to get a good night’s sleep to concentrate.”

#esportsrevolution – masterSport, Università di Parma, Parma 25 maggio 2017

Casper

Page 31: Modelli di interazione tra eSports e Brand · Fnatic HQ Londra “Gamers and eSports professionals play for up to 20 hours a day and need to get a good night’s sleep to concentrate.”

Entertainment Manager FUSE ITALY – OMNICOM MEDIA GROU

[email protected]

it.linkedin.com/in/stefanocorona

mailto:[email protected]

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